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Chapter 12 Copywriting

Chapter 12 Copywriting. Outline The language of advertising Copywriting for print Radio copywriting Television copywriting Writing for the Web. Copywriting: The Language of Advertising. The copywriter Advertising style Tone of voice Grammar “Adese”. Copywriting for Print.

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Chapter 12 Copywriting

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  1. Chapter 12Copywriting Outline • The language of advertising • Copywriting for print • Radio copywriting • Television copywriting • Writing for the Web

  2. Copywriting: The Language of Advertising • The copywriter • Advertising style • Tone of voice • Grammar • “Adese” Chapter 12: Copywriting

  3. Copywriting for Print • Copy elements • How to write headlines • How to write other display copy • How to write body copy Chapter 12: Copywriting

  4. Copywriting for Print • Print media requirements • Newspapers • Magazines • Directories • Posters and outdoor advertising • Product literature Chapter 12: Copywriting

  5. How to Write Radio Copy • Characteristics of radio copy • Conversational style • Theater of the mind • Tools of radio copywriting • Voice • Music • Sound effects • Radio commercial planning Chapter 12: Copywriting

  6. How to Write Television Copy • Characteristics of television copy • The tools of television copywriting • Video • Audio • Other TV tools Chapter 12: Copywriting

  7. How to Write Television Copy • Planning the TV commercial: scripts and story boards • Key TV decisions • Length • Number of scenes • Key frame Chapter 12: Copywriting

  8. Writing for the Web • Banners • Web ads • Other web formats Chapter 12: Copywriting

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